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CMI Unit: 8005V1 – Strategic Communication Unit

The primary focus of CMI Unit 8005V1 – Strategic Communication is to equip learners with an in-depth understanding of the role of strategic communication in inter-organisational strategy. This unit delves into the perception of media regarding organisational strategies and explores the impact of global and ever-present media on stakeholder opinion. It provides insights into managing corporate communication, public relations, and media influence to shape organisational success.

This unit holds substantial significance for senior managers and aspiring leaders who seek to enhance their strategic communication skills. It helps learners identify media influence at domestic, national, and international levels and evaluate its impact on public relations, corporate reputation, and stakeholder engagement. The knowledge gained through this unit enables professionals to effectively handle media challenges and leverage media platforms for positive strategic outcomes.

By the end of this unit, learners will develop competencies in assessing media perception, evaluating global media influence, and implementing strategic communication techniques to foster stakeholder trust and engagement. The skills acquired will contribute to organisational resilience, corporate credibility, and long-term success.

Unit Objectives

The main objectives of CMI Unit 8005V1 – Strategic Communication are:

• To equip learners with the ability to assess media perception concerning organisational strategies and policies.
• To provide learners with knowledge about media influence on public opinion, stakeholder perception, and organisational reputation.
• To enable learners to exploit media dynamics and constraints to achieve strategic advantages for their organisation.
• To develop skills in managing communication strategies that align with inter-organisational policies and enhance corporate credibility.

Learning Outcomes

The key learning outcomes of CMI Unit 8005V1 – Strategic Communication are:

LO1: Be able to ascertain the media perception of adopted inter-organisational strategy.

This learning outcome focuses on understanding how media channels perceive and report inter-organisational strategies. Learners will develop skills to identify relevant media sources and evaluate their influence on organisational policies, stakeholder engagement, and corporate reputation. The focus is on examining the role of opinion leaders, media owners, and political groups in shaping media narratives.

LO2: Be able to evaluate the impact of global and ever-present media on stakeholder opinion.

This learning outcome explores the challenges posed by global media and how it affects public perception and stakeholder decision-making. Learners will analyse media constraints, time-sensitive reporting, and news cycles to strategically position their organisation. Additionally, they will assess how news, public sentiment, and stakeholder opinions interconnect with organisational strategies and policies. The outcome includes evaluating innovative ways to utilise media influence for organisational benefit.

Assessment Criteria

The assessment criteria for CMI Unit 8005V1 – Strategic Communication align with the learning outcomes to ensure a structured evaluation of learners` understanding and application of concepts.

LO1: Be able to ascertain the media perception of adopted inter-organisational strategy.

• 1.1 Identify relevant domestic, national, and international media.
• 1.2 Evaluate the importance of the media in influencing partners, opinion formers, stakeholders, customers, and the public at large.
• 1.3 Evaluate the influence of pressure and political groups, and media owners, on the media’s perception of inter-organisational policy and strategy.

LO2: Be able to evaluate the impact of global and ever-present media on stakeholder opinion.

• 2.1 Research and review the challenges and pressures faced by the media in reporting the activities that deliver inter-organisational policy and strategy.
• 2.2 Describe how to exploit the media’s constraints and time-critical requirements to promote a positive outcome.
• 2.3 Assess and evaluate the inter-reaction between news, public and stakeholder opinion, and inter-organisational policy and strategy.
• 2.4 Evaluate the impact of global news media and propose innovative methods of utilising this to the benefit of inter-organisational policy and strategy.

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